أبواب السعادة — a campaign concept for King Salman Park, developed independently for an H+K creative task in August 2021. I created the research, strategy, naming, copywriting, art direction and visual system.
Build anticipation for King Salman Park among local Saudi and GCC audiences of all ages. The brief identified a communication challenge: construction disruption could overshadow the promise of the finished park. The creative task was to help people picture the experience ahead and feel excited about it.
The park was framed as a gift to Riyadh: a place for the everyday moments that bring people and communities together. My research into Saudi architecture led to a distinctive gate at the older King Salman Park in Dawadmi. I reinterpreted that form as a modern silhouette and visual pattern, opening onto scenes of the future park. The campaign name, “أبواب السعادة — Gates of Happiness”, brought the architectural idea and emotional invitation together.
I developed the entire project independently for an H+K creative task in August 2021: research, the strategic rationale, campaign naming, Arabic and English copywriting, art direction, the key visual system, social concepts, video directions, activation ideas and mockups. This case presents my concept development and creative execution; it is not presented as a commissioned or launched campaign.
أبواب السعادة — a campaign concept for King Salman Park, developed independently for an H+K creative task in August 2021. I created the research, strategy, naming, copywriting, art direction and visual system.
A single cultural motif becomes a campaign system.
I developed “أبواب السعادة — Gates of Happiness” around a play on the Arabic word “السعادة”. It means happiness and also appears in the honorific “سعادة”, meaning Excellency. This layered association connects the park’s royal name with the emotional promise of entering a place of happiness.
My original research also drew on “ممر السعادة” — the “happiness runway” — cited in the creative rationale as a local reference associated with Riyadh’s airport. For the campaign, that association helped connect a familiar expression of happiness with the idea of arriving through the park’s gates.
The visual treatments combine park scenes with researched references of Saudi people. The deck proposes a dedicated photoshoot for a later production stage; the presented figures are concept references.
Selected project visuals. Select an image to view it in full.